Social Media Marketing

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Social media challenges traditional marketing methodologies

(radio, print, television) as marketers shift budgets and strategies to digital marketing tactics with greater ROI

Stages of Social Media Marketing Maturity

1. Trial phase 2. Transition phase 3. Strategic phase

Nine skills every social media manager must have

1.Community management 2.Creative 3.Organized and effective 4.Adaptive 5.Good writing skills 6. Sales and customer service 7. Strategic focus 8. Decisive 9. Analytics and SEO-driven

4 Ps (Product, Price, Place, Promotion)

5th P in social media is PARTICIPATION- allows consumers to have a voice in the marketing process- creating a blog, sharing a video or photo, using a hashtag, ect.

Social media marketing plan

A living document that outlines an organization's social media goals and guides the actions needed to achieve these goals

Read article: Facebook & Instagram launch "Shops" to help small businesses sell online

According to Zuckerberg, the basic idea behind Facebook Shops (or Shops for short) is that it allows small businesses to build an online store and sell things directly across Facebook's family of apps, including Facebook and Instagram. Business owners can create a dedicated "shop" section on their Facebook Page or Instagram profile and build out a catalog of products and services that visitors can browse, save, share, and even purchase.

Motives for Social Media Activities

Affinity Personal utility Contact comfort & immediacy Altruism Curiosity Validation

Social media content calendar

Allows for social media managers to plan, create and schedule content on a weekly or monthly basis. Also known as an editorial calendar.

FACEBOOK INSIGHTS

Analytics are vital for any brands wishing to build successful Facebook marketing strategies. Every business page on Facebook has access to an analytic tool called Facebook Insights that can help brands measure the effectiveness of their social media strategies.

Facebook Zero

Average engagement and organic reach are down • Reasons: Lower organic reach with increased emphasis on Facebook advertising, increased competition among brands

Watch video: Developing Your Brand Voice with Liza Dunning

Brand writer and marketing content editor at AirBNB Created Scoutmob- local businesses Brand Voice- expresses a brands human qualities through its people, behind the advertising, who they truly are, makes it unique, establishes brands trust. Voice- stays constant, personality, belefits, value, and character Tone- situation the content will put the reader in, depending on where you are showing this content

Organizational Structures for Social Media Marketing Management

Centralized Organic Honeycomb Coordinated Dandelion

INSTAGRAM ALGORITHM

Change shows content that followers engage with the most at top of newsfeed (2016) • It's important for brands to adopt a content strategy that increases overall post engagement

Watch video: How to integrate Instagram stories into your marketing, Anna Semyanova

Combine- marketing manager and content host 1. Tutorials- interactive and engaging experience 2. User generated content- reflects true feelings of how consumers use your products and services. 3. Behind the scenes- orders and employee content - day in the life or photoshoot 4. Polls- engage users, and get valuable information 5. Make special announcements 6. Customer feedback

CONDUCT A SOCIAL MEDIA AUDIT

Create a spreadsheet or table of the company's existing accounts - include key information: ○The social media networks the company is active on ○If the social media profiles are fully optimized ○Number of followers ○Posting frequency ○The average number of engagements, reach, clicks, video views, brand mentions

5 D's creating brand voice-

Defining your why- why does it matter to you, sets you apart from everyone else, what does your company do, why should people follow you? Differentiate from the crowd- reasons we want to differentiate in the marketplace, you want to make people feel -----. Collect key words. Decide who your people are- setting how people communicate, read, listen. What topics are the interested in? Developing your personality- if you were at a dinner party who are you? Airbnb example- "we are the host" Dedicating your contents mission- what kind of content and why- reinforce the why Don't stand still- people evolve, so do brands.

Watch video: LinkedIn & Twitter Optimization with Gabe Villamizar

Gabe- From Higher view- Social selling trainer Social selling- leveraging your professional brand to fill your pipeline with the right people, insights, and relationships. Optimize, research, engage, commit.

Bases of Segmentation

Geographic Demographic Psychographic Benefit Behavioral

ESTABLISH GOALS, OBJECTIVES AND METRICS

Goals must be SMART •Specific: stating exactly what needs to be accomplished. •Measureable: a target metric to be met. •Attainable: challenging yet still achievable. •Relevant: goals are consistent with the other goals that have been established, and the overall goals of the company or marketing department •Time Based: including a time limit for achieving the goal

TWITTER ALGORITHM

In case you missed it: Shows tweets that you may be interested in that were posted some time ago Show the best tweets first: Twitter will show you the tweets that they think are most relevant to you first on your timeline. Happening Now: Current events and topics Twitter thinks you might be interested in Remaining Tweets: the rest of the tweets from the accounts you follow in reverse-chronological order

Beaconing

Like geofencing, but more appropriate for a small range, such as targeting within a store

Geofencing

Like geotargeting, but the area is smaller

Watch video: Set Your Metrics in Motion with Video Facebook Ads, Akvile DeFazio

Marketing with Facework- expanding online visibility Facebook Video ads- Why use video- various goals using video- stand out on the news feed, higher engagement rates. Visitors who view product videos are 85% more likey to buy. Tactics for success: Brevity- keep it short Captions- telling the story Design- highly produced in appearance

Microblog User Types

Polarized crowds Tight crowds Brand clusters Community clusters Broadcast networks Support networks

Become an active participant

Regular status updates Share interesting content and opinions about industry-relevant topics Be careful of participating in discussions on controversial topics Engage in professional discussions

4 Zones of Social Media

Social community, social publishing(youtube for a blogger), social entertainment- (youtube)enjoyment (music and games), social commerce (online buying and selling)

Activation Tool

Social media activity used to support other marketing efforts •Example: IHOP

Watch video: The Day-to-day Life of a Social Media Manager with Andrea Parrish

Social media program- training and speaking- tiny tall consulting- Team you will be working on, the organization of that team. Only one person, limited time to work on media. Social media management= Nonprofit- social media generalist Social media specialist, what does your audience want? Educate and entertain, don't try to sell. Comparison shop-provide information- customer service inbound.

TWITTER

Social networking platform in which users share messages in280 characters or fewerAttracts over 330 million monthly users who send over 6,000 tweets per second—more than half a billion per day

Developing your personal brand

Step 1: Identify Your Target Audience Step 2: Determine Your Vision and Purpose Step 3: Determine Your Values Step 4: Determine Your Passions Step 5: Determine Your Goals Step 6: Determine Brand Attributes Step 7: Determine Your Strengths, Weaknesses, Opportunities, and Threats(SWOT Analysis) Step 8: Determine Your Competition Step 9: Identify Three Words that Best Describe You

SOCIAL MEDIA MARKETING STRATEGY STEPS

Step 1: Identify a Target Market and Create Personas Step 2: Conduct a Social Media Audit Step 3: Establish Goals, Objectives and Metrics Step 4: Determine Resources, Roles and Responsibilities Step 5: Establish a Tone of Voice Step 6: Platform Selection Step 7: Create and Optimize Social Media Networks Step 8: Create a Distribution and Content Strategy Step 9: Create a Social Media Content Calendar and Schedule Posts Step 10: Track, Analyze and Tune

T/F 67% of Americans report that they get at least some of their news on social media

TRUE

T/F Consumers now regard social media as a more trustworthy source of information over traditional marketing communications

TRUE

T/F Of the companies who use social media, only 12% feel they do so effectively

TRUE

Tuning

The continuous process of adjusting and improving the social media marketing plan

INTRODUCTION TO FACEBOOK

Today, Facebook is the largest social networking in the world, with over 2 billion monthly active users. • 74% of women and 62% of men who use the internet are active on Facebook • 41% of online users aged 65+ and 65% online users ages 50-64 are active on Facebook

INTRODUCTION TO TWITTER

Twitter is a social microblogging platform where users share short messages called Tweets in 280 character or fewer Twitter started in 2006 when Jack Dorsey wanted to create an SMS (short messaging service) based communications platform similar to texting By 2012, six years after its founding, the social networking site grew to over 185 million users Today the platform attracts 326 million monthly users who send over 6,000 tweets per second—more than half a billion per day

MARKETING WITH TWITTER

Twitter users are three times more likely than Facebook users to follow a brand 69% of Twitter survey respondents have purchased from a brand after following them on Twitter, and 79% of those followers retweeted content from that brand. Twitter users are open to interacting with businesses, as many use the platform to search for deals, customer service, product reviews and purchase ideas.

IGTV: Long form vertical video content

Up to an hour long, does not disappear Creators have their own "channels" Content is fed based on accounts you follow, and those you may be interested in.

Geotargeting

Using geographic parameter to define a virtual space for identifying potential customers. More general, such as an entire zip code area

LINKEDIN

World's largest professional network, with more than 467 million users in 200+ countriesWhere professionals gather Profile Picture: You are 7 times more likely to be found Cover Photo: Express your professional identity; tell your professional story in a visual way • Headlines: Prime real estate often looked at most by recruiters • Summary: should reflect all of the attributes and keywords you defined for your personal brand • Experience: address audience defined in personal branding assignment

Consumers can share positive or negative experiences with products or brands with a

World-Wide Audience

Customer persona

a representation of a customer's target market based on data collected from existing and target customers

Instant feedback

can be given 24 hours a day, 7 days a week

Social media distribution strategy

determines the network and frequency of posts and content types that will be published on each network

Social media has shifted power

from businesses to consumers

Fundamental shift

in how people communicate day-to-day

Social media

is defined as a form of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content such as videos

Social media marketing (SMM)

is the use of social media by marketersto increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers (Hootsuite) SMM centers around efforts to create engaging content that attracts, resonates with, and encourages readers to engage with and share that piece of content with their social networks

Social media marketing strategy

outlines the strategies and tactics for how a company will incorporate social media into its business

User-generated content (UGC)

refers to any digital content that is produced by end users of an online service or website (Techopedia, 2017)

Social media content strategy

the planning, development and management of social media content

Social media listening

the process of monitoring the internet to determine what is being said about a particular brand, topic or industry

MARKETING WITH INSTAGRAM

• 71% of U.S. businesses active • Over 25 million businesses active on the app • 60% of users say they discover new products on Instagram from following businesses

Photos: All about visual content

• 93% of buyers cite "visual appearance" as their main reason for purchasing a product • Instagram offers 40 filter options to turn everyday photos into art

INTRODUCTION TO INSTAGRAM

• Founded in 2010 by Kevin Systrom and Mike Krieger • Within nine months of launching, had over 7 million users • By April 2012, had 30 million users • Doubled user base more quickly than any previous social network • Purchased by Facebook for $1 billion in 2012 Today there are • 1 billion+ active monthly users • 25 milllion+ active businesses • 100 million+ photos uploaded per day

66% of the world's population use mobile devices

• In 2015, time spent on mobile apps surpassed time spent watching TV for U.S. consumers (Perez, 2015) • Mobile is a space that marketers must pay attention to

Benefits Of Social Media Marketing

• Increased exposure / Brand awareness • Increased traffic • Brand loyalty • Marketplace insight • Lead generation • Increased thought leadership • Improved sales • Time savings • Reduced marketing costs • Stronger customer experiences • Owned, earned, paid media

FACEBOOK BY THE NUMBERS

• Today, there are more than 60 million active business pages • Over 1 billion people use Facebook Messenger to connect with a person or business every month

Business profiles launched in 2016

• Top 50 global brands post an average of 4.9 times per week • 75% of users take action, such as visiting a website after looking at a brand's post • 30% of users have purchased a product discovered on Instagram • Highest follower interaction rate among all social media networks

Stunt

•A one-off ploy designed to get attention and press coverage •Example: Skittles


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